BottleRock's promoters bring the A-listers to Napa

It's a bit premature -- 68 days, actually -- to label the debut of the BottleRock Festival in Napa one of the greatest music celebrations in the nation.

Hey, Coachella wasn't built in a day. Or Austin City Limits, Lollapalooza, or Outside Lands in San Francisco.

But Bob Vogt and Gabe Meyers believe they have the blueprint to attract global attention from the starter's gun, as the Napa duo behind Will Power Entertainment secured A-listers and Grammy chums galore for the May 8 to 12 extravaganza at the Napa Expo and Uptown Theatre.

As the headline act after headliner act was signed and sealed, it was tough to not hyperventilate at staff meetings, promoters recalled.

"Gabe will start twitching and go through some spasms," joked Vogt, as the two longtime friends and business partners did this interview via conference call.

"We are having fun," Vogt said. "Though we have to act like we've been here before, and we have a level of confidence and we've surrounded ourselves with good people, we're excited as people could be."

"Big" can be good, but creates challenges, the duo agreed. There's downtown parking and lodging, including rooms for 350 or so musicians and crew.

"It was a logistical concern of all the partners," said Meyers, believing a shuttle system to various points will alleviate most transportation headaches.

The producers estimate roughly 35,000 visitors will come through Napa every day during the five-day engagement, bringing more than $30 million into the area.

"That gets people's attention," Vogt said.

Sure, bills have to get paid. But it's much more for the admitted "music freaks."

"We go into this as both a business and with a passion for music," Vogt said. "The nice thing about this business is, it tends to have an emotional component. The whole notion of bringing bands like The Black Keys or Jane's Addiction are these are people we know, we love, and have some personal connection with. For the other bands, we're huge fans and the idea of bringing that kind of talent to the Napa Valley is beyond business."

Vogt and Meyers believe it won't take long before music is added to the two anchor attractions to Napa -- wine and food.

"I would say five, 10 years down the road," Vogt said. "Maybe even sooner."

Vogt and Meyers said the festival works because the two work well together.

"We have different skill sets," Vogt said. "We have a lot in common, too. The key is to get things done fast on the first effort. One essential ingredient is we're friends and trust each other."

"It's nice to agree because we're alike or we slug it out," Meyers said. "If there was a third (party involved), it would be horrible. We'd be trying to win her or his affection."

To break a tie sometimes, "gambling is involved," Vogt joked.

Though there's a small sampling of country acts -- think Zac Brown or Dwight Yoakam -- it's definitely a rock show, Vogt said, but don't expect the insanity of a Woodstock.

"We love and embrace and want to show off the Napa Valley," Vogt said. "We say this is for 'rockers with a palette.' People who appreciate food, wine and beer and are still rockin'."

Not knowing just how big the inaugural event would be tends to be "a little stressful," Vogt said. "Stress is making sure you have the ability to deliver. There are a lot of moving parts. It's not a public endeavor where everyone weighs in. It's two guys."

So far, so good.

"Lining up who we booked speaks for itself," Meyers said. "If you like rock 'n roll, you'll like this festival. If you pay attention to the Grammys, we picked well."

These aren't just two guys trying to swoop into a city, make a buck, and vanish. Meyers' family moved to Napa from Vallejo in 1946. Vogt arrived in 1981.

"The last thing we want to do is create problems," Meyers said. "We know this is big."

Vogt and Meyers have committed a "significant portion" of BottleRock profits to Autism ARC (Autism Adult Living care, family Resources, and a Cure), which is being launched in conjunction with the festival.

As Napans, "we feel a sense of pride, a sense of bringing something to our community as well as our families," Vogt said. "We're not carpetbaggers. This is our town."